SAF-HOLLAND Announces Global Brand Strategies

Muskegon, Michigan, March 5, 2014 – SAF-HOLLAND, a leading supplier of highly efficient components, systems, and service programs in the global commercial vehicle industry, announces it has completed a strategic branding exercise that adds focus and clarity to the SAF-HOLLAND brand and global product brands. As a result, brands are better defined and positioned to the global markets. Implementation of the new brand strategies increases SAF-HOLLAND’s focus on the needs of end users.

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“In order for fleets to thrive in today’s world, they need to reduce downtime and keep their costs-per-mile under control,” said Detlef Borghardt, CEO SAF-HOLLAND. “Our new brand strategies will help us make the greatest possible contribution to the success of our customers in the global commercial vehicle industry.”
 

Fleets in today’s competitive environment are looking for engineered solutions that are specific to their needs. With an increased focus on the needs of its fleet customers, SAF-HOLLAND has adopted an internal goal to “Be the ultimate supplier of Best in Class components, systems, and services that will drive the success of fleets in commercial vehicle market,” stated Borghardt. This promise will be delivered around the globe through its SAF, HOLLAND, and NEWAY brands.

Going forward, globally promoted products will be structured to one of the three core product brands. This will provide direction for brand management and optimize the communications process.

Globally:
 The SAF brand will represent trailer axles and suspension systems.
 The HOLLAND brand will represent coupling and lifting technologies.
 The NEWAY brand will represent powered vehicle air suspensions.
A video is available at http://corporate.safholland.com/en/media-events/global-brands-video.html that provides specifics on global brand statements and positioning. Regional product brands and service brands will not be affected by this change.